A brand’s aesthetic plays a significant role in its longevity. Even if you haven’t spent a lot of time thinking about branding aesthetics, subconsciously you’re well aware of the concept. McDonald’s has its famous golden arches, with lots of yellow and red. Apple keeps it simple and clean with its white apple logo with a bite taken out of it. Regardless of what you’re selling, your company’s aesthetics matter. If you’re trying to cultivate your brand’s aesthetic, here are some easy ways to start:

1 – Write down a list of adjectives that best describe your brand

Whether you want to be known as quirky, serious, or feminine, identifying a few key adjectives that best summarize your brand is an effective way to shape your vision for your aesthetic. Get creative as you do this! No adjectives are off limits when it comes to brainstorming your brand’s aesthetic.

2 – Study what other brands are doing

Before you can decide about your brand’s aesthetic, you’ll want to get familiar with the various types of design styles that exist in the world. When you familiarize yourself with styles like modern, simplistic, or retro, you’re better able to identify which feels most relevant to your company. Don’t be afraid to look to major brands for inspiration. Even if they’re much bigger than yours, they can provide an excellent framework for your own efforts.

3 – Consider the role that color plays in branding

If you’ve ever noticed that lots of restaurants use yellow and red in their aesthetic, that’s because these colors are thought to make you feel hungry. Blues tend to promote serenity, and orange is thought to inspire energy. You can use a color scheme to help convey your brand’s identity, so make sure to factor this in when you’re designing an aesthetic.

4 – Make sure it’s cohesive

Regardless of the type of aesthetic you select, you’ll want to make sure that it’s cohesive with your brand. For example, if you own a spa, it feels counterintuitive to choose branding that has lots of loud, energetic colors, like reds, oranges, and yellows. On the flip side, if you own an amusement park, a color scheme with lots of soothing blues and whites doesn’t seem to make much sense. Keep this in mind as you brainstorm about your brand’s aesthetic.